Is bigger always better when it comes to ezines?

Here's why I love small ezines, and how you can profit from them too!

The Power of Thinking Small . . . Is Bigger Always Better?
© Charlie Page

Internet marketers seem to want everything to be big. The biggest list. The most traffic. The highest number of "hits".

Now realize that I'm from Texas and we admire big. In fact, we're famous for it. ;)

But is bigger always better? That depends. When it comes to ezine advertising, it works both ways.

It's perfectly logical to go for the big numbers when you are placing ezine ads. After all, advertising is a numbers game, right? More readers equal more clicks equal more sales. That's the conventional wisdom all right.

Now let's look at the other side of the coin, the "smaller" ezine.

** Please note that for this example I'm calling anything under 10,000 subscribers smaller. I know publishers who would LOVE to have 10,000 subscribers, but in the overall scheme of the ezine business, this seems a natural breaking point.

Let me share with you five reasons why I love to advertise in "smaller" ezines. Then let's look at three keys to making your ads work in this arena.

Before we begin I want to assure all my large ezine publisher friends that I'll be sharing the why's and how's of advertising in big ezines too. Both smaller and large ezines play a vital role in any successful ezine ad campaign.

Here's why I love smaller ezines.

1. They are affordable. While it's great to get your message out to a giant crowd, sometimes it just costs too much. By placing your ads in a number of smaller ezines you spread your message around to more types of readers.

The chances are that your offer will appeal to many distinct groups. By using smaller ezines you can afford to place ads that will reach several target groups.

2. They are responsive. Smaller ezines generally sell fewer ads than the big boys, which means you can get your ad placed quicker and the field will be less crowded. Any time your ad stands alone, or even close, you're in good shape.

3. They are connected. Readers of smaller ezines often feel a closer connection with the publisher or editor. As ezines grow large it's hard to maintain that "personal" feel.

4. They are loyal. Publishers of smaller ezines need your ad dollars. They will remember you when you come back to advertise and usually show their appreciation in very tangible ways.

5. Their results are accurate. Smaller ezines are great for testing your ad copy. All ads need testing and tweaking. With smaller publications you can test with a live audience of opt-in subscribers at a price you can afford.

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If you are going to use "smaller" ezines in your ad campaign, here are three techniques to make your ad more effective.

1. Use an "advertorial" if you can. An "advertorial" is an ad, often a solo or top sponsor, where the publisher endorses your product or service. Fair warning … publishers will want an extra fee or a percentage of sales for this. That's only fair since they are loaning you their credibility.

Also, expect to give the publisher your product or service to test before the advertorial runs. If you want to help a publisher say, "yes" to your offer, be prepared with lots of testimonials before you approach them.

2. Use repetition. It amazes me how many people forget the first rule of advertising when they place ezine ads. The rule? Repetition is the mother of learning. It's been said for decades that prospects need to hear our selling message seven or more times before they will buy.

That's absolutely true (ask anyone who sells autoresponders!) and it's even more true when it comes to ezine advertising. The great thing about smaller ezines is that you can afford to run in multiple ezines seven or more times quite easily.

3. Match the tone of the ezine. Some ezines are written in a very enthusiastic manner, while others are more "just the facts". It's safe to believe that the readers will match the tone of the ezine since they choose to get it in the first place.

If your ad blows someone's hair back but runs in a low-key style ezine, your results may suffer. We always recommend you subscribe to any ezine in which you want to advertise. Read a few issues and get the feel before placing your ad.

==> Hot Tip

Always check your ad copy, test your URL and know the ezine's ad policy **before** you send your ad. Once you've paid and been scheduled is too late for changes, and publishers are not responsible to check your links or formatting.

Is bigger always better? Sometimes yes. Sometimes no.

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Charlie Page is a copywriter who owns the Directory of Ezines and the Directory of Marketing. If you want to sell more online, visit Charlie today at http://www.directoryofmarketing.com